Credit: Imago

Harri Burton

Sun 31 May 2026 7:30, UK

Follow us on Google Discover

Aston Villa supporters are understandably frustrated by rising season ticket prices, but they’re ultimately paying the price for Unai Emery’s success.

That is according to former Manchester City financial adviser Stefan Borson, who exclusively told Football Insider that the battle between match-going fans and clubs will only get worse at Villa Park.

Unai Emery has done an incredible job since arriving in B6, taking the Villans to top-four finishes in two of the last three Premier League seasons, while also lifting the Europa League title this term.

However, ahead of the 2026-27 campaign, Villa’s season ticket prices have been increased by five per cent, with the Holte End also being closed for redevelopment throughout the season.

Aston Villa season ticket prices rise after European glory

Speaking exclusively to Football Insider, Borson explained the reasoning behind Villa’s increases, with growing markets, inflation, and the club’s recent success all playing parts in the decision.

“We’re never going to get away from this battle between the fans wanting lower prices and the clubs wanting higher prices and the influence of US ticket prices,” Borson said.

“If you only have to look at the World Cup prices to know where the direction of travel is for live sport, driven by the US, and other live events. If you were to look at and compare what’s happening at the O2 in London over the next year or so for ticket prices, you’ll see how expensive they are.

“They’ll hide behind PSR, SCR, football earnings, UEFA tests, UEFA settlement agreements. These are all things they’re gonna hide behind. The reality is, it’s inevitable they’re gonna try to raise prices, and it’s inevitable that fans are going to resist.

“In fairness, Villa have delivered an amazing product if you look over the last two or three years under Emery. The season just gone is massively underrated, to finish fourth and to also win the Europa.

“Are the fans paying the price for it? Yeah, to an extent, but I bet they’d rather have it that way rather than the other way around. West Ham are dropping their ticket prices by 30%, but it’s in the Championship. You need to be careful what you wish for.

“This is just a battle that’s going to go on every year, and it’s going to get worse because the drivers, not just in terms of the US, the US is a big issue in terms of live events, but also just inflation is real. The costs of running the club really are going up by more than 5 per cent.”

Could this be Unai Emery’s final season at Villa Park?

Despite the rumours, there is very little reason for supporters to believe that Emery could leave Villa Park, but a new announcement could be about to throw a spanner in the works.

Football Insider understood, before Jose Mourinho began talks with Real Madrid, that Emery would be open to the Los Blancos job, and another role has become vacant.

Arne Slot has been relieved of his duties by Anfield, with Andoni Iraola now the favourite to take over as the next Liverpool boss. Villa’s manager has long been linked with a move to Merseyside, though.

This could become a huge concern for the Villans, with the Reds now on the search for their next managerial figure, and the owners at Anfield would be foolish not to consider the Spaniard.